The Exhibitor (1959)

13 I uly 8, 1959 MOTION PICTURE EXHIBITOR The NEW YORK Scene By Mel Konetoff THINK BIG . . . ACT BIG . . . GROSS BIG is what they keep saying at United Artists, and this dictum is more than being followed with regard to the company’s forthcoming “Solomon And Sheba,” the six million dollar Biblical spectacle starring Yul Brynner and Gina Lollobridgida. A starting budget of more than one million dollars to launch the global promotion on the film was announced at a different luncheon press conference at the Hotel Plaza addressed by King Vidor, director of the film; William Heineman, vice-president in charge of distribution; Arnold Picker, vicepresident in charge of foreign distribution; and Roger Lewis, national director of advertising, publicity, and exploitation. Said Vidor, “I consider “Solomon and Sheba” my best effort — a realization of the most important motives I have felt as a film-maker. We made it as a testament to a thriving, burgeoning film industry.” He reported that half the film was completed when Tyrone Power died, and they had to shoot it all over again. Heineman stated that distribution plans would be formulated and announced after he sees a rough cut of the film within the next several weeks in London. It will probably be released around Christmas. Presiding at the conference, Lewis declared that the film will get a campaign that is the most extensive, thorough pre-selling effort that UA has ever undertaken. It will be all-out in money expenditure, manpower, and activity, and nothing will be spared to develop and exploit the film’s boxoffice potential. A special unit has been named for the first time to promote the film, and activities will commence six months in advance of release. It is the intention to carry the word on the film to the world’s exhibitors and moviegoers with a new awareness and impact. Picker described the film as the most important the company has ever handled and added that special activities would be in order everywhere abroad. The special unit is headed by Jones Arnold and Lois Weber under the supervision of Fred Goldberg, Lewis’ executive assistant. They will work out of the UA home office, while Jack Goldstein has been named campaign coordinator for the east and Teet Carle is campaign coordinator for the west. Lewis also reported that specialists will work with the unit in the fields of art, religion, education, literature, church, civic and community organizations to generate the widest spectrum of audience interest. It was estimated some 25 exploitation specialists will be used above and beyond the company’s field force. The next five months will see local level campaigns embracing all media being used in three separate stages in some 50 key cities throughout the U.S. and Canada. One important element of the campaign will be a huge full color painting by noted American artist Symeon Shimin, who has been commissioned to create a 40 by 11 foot mural featuring scenes from the picture. This will be exhibited in major cities of the world. Heavy emphasis will be placed on cooperative advertising, a major trade paper cam¬ paign, off-the-amusement page advertising, radio and TV usage, national magazine and Sunday supplement layouts, special TV featurettes and newsreel clips, selective audience previews for opinion-makers and organizations, fashion shows and costume displays, direct mail campaigns, book promotions, star tours and interviews, contest promotions, retail tie-ups, etc. One of the features of the luncheon was a presentation of a Tiffany gold medallion mark¬ ing production of the film to trade press representatives by King Vidor. Viva “Solomon and Sheba.” IMPORT PRESENTATION: The Russian version of Cinerama was unveiled last week at the Mayfair on Broadway, and while some of the pictorial and scenic views are good, as is the Sovcolor, technically it was nothing to rave about. The screen image was disturbing by virtue of dark lines separating the sections of the picture shown by each of three in¬ dividual Cinemiracle projectors. Stereophonic sound was in evidence throughout with all kinds of sounds and conversation emerging from the various horns placed around the theatre. “Great Is My Country” is the name of the 80 minute film which was interrupted by a 15 minute intermission to allow re-threading of the projectors. The second film to be presented in conjunction with the Soviet Exhibition of Science, Technology, and Culture at the Coliseum here will be “Tbe Magic Mirror,” to be seen in late July, presumably us¬ ing the same set-up. THE METROPOLITAN SCENE: Six months prior to Christmas, Radio City Music Hall has sold 11,689 reserved seats for its next Christmas Show. This represents an advance sale of more than $25,000 for the 944 seats in the first mezzanine which are sold by the theatre on an advance basis. It also means five performances have already been sold out. . . . Dell Publishing is out with a comic book on Paramount’s “Don’t Give Up The Ship" contain¬ ing scene stills, text, etc., on the feature. . . . Dave and Sylvia Bader are off on a combined business and vacation trip aboard taking in London, Paris, Rome, and Madrid. lack Warner Defends Films' Loyalty Record HOLLYWOOD — Strongly defending the moion picture industry’s record of patriotic oyalty, Jack L. Warner, president of Warner Bros. Pictures last week issued the following statement: “I am sorry to see that the American Le¬ gion’s resolution regarding employment of tnown Communists in motion pictures has been interpreted as having reference to an entire industry encompassing all producers bf motion pictures and the people who make them. “The facts are strongly to the contrary. We at Warner Bros, have always avoided associ¬ ation with persons of known questionable oyalties. “The action of the Motion Picture Academy bf Arts and Sciences in repealing its anti¬ communist credit by-law is not valid when ts reason for so doing delegates to motion bicture producers alone the responsibility for mgaging, honoring, and encouraging known Communists. It is not alone the responsibility bf motion picture producers to guard against subversive infiltration. This is a manifest obigation of every organization in the United States of America. “The loyalties of the motion picture indus:ry have been made evident on countless :housands of occasions when the industry has served the nation and the free world. It is unfortunate that reflection has been cast on the entire industry and all its personnel.” Miller Leaves Roxy NEW YORK — William Miller, vice-presi¬ dent in charge of theatre operations for the Roxy Theatre, with which he has been con¬ nected for more than 25 years, resigned his present position last week. rving H. Ludwig, Buena Vista president, left, ind Ed Rowley, executive vice-president, United Artists Theatres, are seen at the recent 4ew York preview of "The Big Fisherman" at he Rivoli, where the reserved seat premiere will be held on Aug. 4. "THE BIG FISHERMAN" This is another Walt Disney-Buena Vista blockbuster in 70mm Panavision and Technicolor with a superb cast consisting of Howard Keel as Simon-Peter, Herbert Lom, Susan Kohner, and Beulah Bondi. The story holds interest throughout and will appeal to the masses, besides attract¬ ing many new customers to the boxoffices of the country. Here is a prestige picture that will make money. — J.E. Auditorium Or Theatre ST. PAUL, MINN.— The Minnesota Su¬ preme Court has refused to order the city of Red Wing to stop leasing its municipal auditorium as a motion picture theatre. John Wright, operator, Chief, Red Wing, asked the court for a writ prohibiting the rental of the hall for the showing of films. New Actors’ Tax Plan WASHINGTON — An assurance that actors will be allowed to pay Federal taxes by tak¬ ing an average of their earnings over a num¬ ber of years, has been expressed by Ralph Bellamy, president of Actors’ Equity. He said that conferences next fall will develop such a method.